Average order value: 7 levers, with the impact and risk of each

.comparison-cards { display: flex; flex-direction: column; gap: 1.5rem; } .comparison-card { background: #fff; border-radius: 16px; padding: 20px; border: 2px solid #efefef; } .comparison-header { display: flex; justify-content: space-between; font-size: 16px; margin-bottom: 12px; } .comparison-row { display: flex; justify-content: space-between; padding: 8px 0; border-top: 1px solid #efefef; font-size: 14px; color: #1f2937; } .comparison-label { font-size: 14px; width: 30%; } .comparison-value { width: 65%; text-align: right; } @media (max-width: 600px) { .comparison-row { flex-direction: column; align-items: flex-start; } .comparison-value { text-align: left; margin-top: 4px; } } Average order value (AOV) is total revenue divided by the number of orders. It looks like a simple metric, but it is one of the cheapest ways to grow: you pay for the same ad and the same shipping, and the customer puts more in the basket. In gift season, with Black Friday on 27 November and Christmas orders running until mid December, every extra euro per order shows up directly in profit. Below are the 7 levers I use with small and medium stores, with the impact and the risk of each. You do not switch them all on at once. Pick two or three, measure them and only then add more. Before the levers: your starting numbers Pull three numbers from your store or from GA4 for the last 90 days: average order value, the distribution of baskets (how many orders under 20 euros, between 20 and 30, between 30 and 40 and so on) and the average margin per order. Without them you do not know where to set the threshold, which bundle makes sense or whether a higher order value came at the cost of margin. I explained the margin calculation in contribution margin vs ROAS . An example I use below: a natural cosmetics store with an average order value of 32 euros, a 50% gross margin and shipping that costs the store 4 euros per parcel. 1. Free shipping threshold For most stores this is the lever with the…